Pulse Check on Multicultural Health Care Consumers

Pulse Check on Multicultural Health Care Consumers
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Multicultural and generationally diverse Americans express unique health-related values, preferences, and desires.

These include valuing health insurance for different reasons, preferring specific types of benefits over others, desiring health care providers that understand and respect their culture and background, and leaning on different resources when experiencing health issues and seeking support.

Health care organizations—payers, providers, and related companies—need to understand the many ways multicultural and generationally diverse consumers differ in order to successfully capture their attention through marketing, provide products and services that ensure they will remain “brand” loyal, and manage their care in a way that leads to optimal health outcomes. Our research provides insight into diverse health care consumers from five angles:

1. How do consumers choose a health insurance plan?

2. How well do consumers understand their health insurance plans?

3. How do consumers select a health care provider?

4. How do consumers make medical decisions?

5. How do consumers engage in health outside the clinic setting?

Below are two key insights and action steps to aid your strategy to engage with and win-over multicultural health care consumers:

1. Populations that may have immigrated more recently – Unacculturated Hispanic and Asian Americans – are the least likely to understand their insurance plans. Double down on providing resources for segments who may have language barriers or a general lack of understanding of the U.S. health care system.

2. While most people prefer to communicate with their health insurer by phone, multicultural and younger consumers are most likely to utilize digital channels. Make sure live CSR’s are available to assist over the phone with plan-specific questions, and continue to market your digital channels, focusing on their value and ease of use, to realize the efficiency they offer.

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What Brands Need To Know About the LGBTQ+ Community

What Brands Need To Know About the LGBTQ+ Community
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Fill out the form to download an excerpt from, “What Brands Need to Know About the LGBTQ+ Community”.

The LGBTQ+ community in America is young, fast-growing, and diverse. And it should be part of every brand’s growth strategy! Dive into our research for strategic insights on what makes this group unique and how you can connect with them to drive brand growth.

But it’s not enough to put rainbows on your advertisements and call it a day. LGBTQ+ consumers and their allies expect brands to back up their words with relevant donations, year-round support, and equality in internal company policy. And they need activations that feel authentic.

To help our members better understand and connect with the LGBTQ+ segment, we’ve created a study that leverages data from 2019 and 2020 Collage Group syndicated research initiatives, broken down by LGBTQ+ status and age groups. The centerpiece is our Cultural Attributes Profile, built from a dataset of almost 1,200 LGBTQ+ consumers!

We start off with some basic demographics of the segment, followed by their unique Cultural Attributes Profile. This profile reveals how they score on important characteristics including: anxiety, rootedness, exceptionalism, independence, adventurousness, and compliance. Then, we look at the LGBTQ+ segment’s influence profile, and specific social issues the group feels strongly about. Finally, our study concludes with a section on tips and takeaways for marketing to the LGBTQ+ segment. Below are three takeaways to get you started.

It’s no secret that America is quickly becoming more and more diverse. One fast-growing group is the LGBTQ+ community. Estimates show this segment includes at least 12 million American adults. And as laws change and societal acceptance increases, more and more people feel comfortable embracing their LGBTQ+ identities and are raising their hands to be counted. And they have money to spend – over $917 billion in purchasing power in 2017!

When you factor in LGBTQ+ allies—Americans that support the drive for greater LGBTQ+ rights and acceptance—the market size and spending balloon. Any brand that wants to succeed in 21st Century America needs to understand who these people are and how to connect with them.

Key takeaways include:

  1. The U.S. LGBTQ+ segment will continue to grow in both size and share of total population as society becomes more accepting of differing gender and sexual identities. Growth will be greatest among younger consumers who feel more comfortable self-identifying as LGBTQ+.

  2. LGBTQ+ consumers, across both the New Wave (18-39 years old) and 40+ segments, are similar in their core values to the New Wave as a whole. This is a result of New Wave consumers growing up in an inherently diverse society which celebrates and embraces once-marginalized identities.

  3. As LGBTQ+ stories and influencers captivate U.S. audiences, members and allies of this segment have higher expectations for authentic representations of LGBTQ+ individuals and content. This may result in accusations of “pinkwashing” when brands fail to meet these expectation

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Measuring the Cultural Fluency of Brands: Media, Telecom, and Sports Leagues

Cultural Fluency Product Spotlight: Apple Music
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Our recent CultureRate:Brand study tested the cultural resonance of 47 media and telecom brands and sports leagues.

One of our key findings from this study is that many media brands fail to resonate with multiple cultural segments. This is likely due to the highly saturated media space (there are 1,000s of channels to choose from) and the fact that many channels are targeted to specific segments and don’t aim for total market appeal. Nevertheless, there were a few brands that did resonate widely like the streaming music service Apple Music. This brand did very well across Multicultural segments.

Why does Apple Music perform so well with Multicultural consumers?

One reason Apple music performs so well with multicultural consumers is because of high brand trust. When you look at the different components broken down on the chart below, you’ll notice that all segments rank Apple Music around or above average on trust. This makes sense: Apple is a well-regarded brand with huge name recognition and is known as a pioneer in the digital music industry. When Apple launched the Apple Music service in 2015, they already had a reputation for quality music products from iPod and iTunes – Apple Music was the next logical product. And it looks like they’ve been able to maintain and extend their users’ trust with this high-quality music service.

To view the full report, please fill out the form below.

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